Telling them what they want to hear.
Check it out:

Kentucky senator and insurgent Republican Rand Paul denounced Voter ID law during a Friday interview with the New York Times, instantly becoming the most prominent GOP opponent against the legislation that is popular within his party.

“Everybody’s gone completely crazy on this voter ID thing,” Paul told the Times before speaking with a group of black pastors in Memphis, TN. “I think it’s wrong for Republicans to go too crazy on this issue because it’s offending people.”

According to the NYT, Paul did not criticize Voter ID for being bad policy, but for offending voters that Paul thinks could swing to the GOP.